Student advertising duo inspire a generation to take to the streets

A pair of students studying advertising at the University of Central Lancashire (UCLan) have revamped a famous brand with a fierce twist for their final project.

As part of a live project for the D&AD New Blood competition, Kayleigh Callow and Amanda Ho were asked to use a World Wildlife Fund (WWF) Living Planet Report to inspire a new generation to understand we all have an impact on our planet.

The pair chose to build their campaign around the logo. They redesigned the WWF logo in a way that would strike a chord with the younger generation.

Twenty-one-year-old Kayleigh, from the Isle of Man, said: “We want our generation to take more control over their future as the current leaders won’t be around to see the consequences of their actions, and so, won’t be affected.”

The campaign was aimed around targeting the G8 leaders as the pair believed they would be the ones that could affect change. In order to get their generation to “act for our planet” the duo, who will graduate later this month, believed their generation felt let down.

“We felt that if the end result had an impact on ourselves, then we had achieved our goal as we are our target audience.”

Kayleigh explained: “We tried to build on the feeling of being let down by those in power by giving our generation something to get angry at and make them feel that it was their responsibility to act for our planet.”

Working together, as they would in the industry, the pair produced an integrated campaign using both print and digital mediums.

Amanda, from Salford, was confident the campaign would have leave an impression in the minds of young people. The 21-year-old added: “We felt that if the end result had an impact on ourselves, then we had achieved our goal as we are our target audience.”

Amanda and Kayleigh were also nominated for the UCLan Creative Focus awards on the strength of this campaign. They both plan to find work experience in the advertising industry once they graduate.